GREYgermany launched an esports-dedicated unit to consult companies interested in engaging in esports.

The GREY Group, which is a subsidiary of WPP, is one of the biggest ad and marketing agencies globally.

The agency says its first customers have already been acquired, and will be announced soon.

The German division of GREY, one of the biggest advertising and marketing agencies in the world, has announced the addition of an esports unit. Under the umbrella of its GREYsports division, an offshoot that just launched in December last year, the agency aims to offer “holistic consulting” in a growing esports market.

“In the last couple of months, our experts got in touch with a number of companies and we realized how much opportunities the market offers,” Dickjan Poppema, CEO GREYgermany said in a statement. “The main target group isn’t reachable with traditional advertising, though, even strictly refusing established measures. GREYesports wants to offer holistic consulting, to explore options for clients to get into the space.”

Headed by former tennis professional Lars Zimmermann, GREY’s esports unit took endemic esports expertise onboard as well. Former Call of Dutyplayer Daniel “L-KiNG” Luther and ESBDvice-president Niklas Timmermann both support the agency’s esports efforts.

GREYgermany is part of the award-winning, New-York based GREY Group. Its international clients include the likes of Procter & Gamble, the NFL, Nestlé, Pringles, and Papa John’s Pizza. The German division works with companies like Allianz, Coca-Cola, Gillette, Heineken, and many others. GREY follows a growing amount of non-endemic agencies that have entered the esports space, including Lagardère Sports, Jung von Matt, and IMG.

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